Determining consumer profiling in terms of life style characteristics: An application on automobil oluners

The contemprary marketing understanding is based on a consumer's wants and needs, and the determination of the best ways of consumer satifaction. Therefore, the marketing method has to find out the unsatisfaction consumers and to present an attractive mixture of marketing to them. Selecting potential consumers and creating extensive marketing opportunties require sound and correct information. Othervise, the appropriate marketing strategics cannot be advanced. Obtaining information concerning consumers means to determine the market dimensions in terms of their population, income, needs and purchasing behaviors. The initial studies have focused on consumers demographic patterns. But the insufficiency of using only this variable has led researchers to focus on other variables such as "identitiy variables", "values" and "general life style " in Turkey, the the studies concerning life style and consumer profile have been increasing in recent years steadily. Life style is a concept which contains that how people line and how they spend their time and resources. An individual's life style by actualizes in learning process. The individual develops his own life style by becoming social and interacting with his environment. Marketers colect information research with to people's life styles for these purposes. To diagnose marketing departments, to derive a consumer profile, to situate commodities and brands, to make decision about media(press-advertising) and to create out marketers for new products. In this study, autumobilies have been chosen as a product. The first reason for this choise, automobilies have been becoming a necessary product, not anymore a luxurous good. Secondly, automobilies have a symbolic impact on our behaviors. Our automobile market which get wider and rich, increasing choices makes in worth to analyze the causality and corelation between life styles and choices. Automobile owners have been chosen for this study on a method. A survey has been made with the selected automobile owners. In addition to physographic analysis, the Rokeach's value scala (RVS) aspiring from Rokeach's human values approach have been used. The results heve been evaluated by different satatistical techniques and its result have been analyzed from marketing strategies.